A Study on the Structural Model of Brand Image  

Oleh:

Kagawa, Yohei ; Munechika, Masahiko ; Sano, Masataka

Jenis: Article from Proceeding
Dalam koleksi: ANQ Congress 19-22 October 2010 New Delhi, page 1-10.
Topik: Brand Image; Marketing; Customer Satisfaction
Fulltext: JSQC_Yohei_Kagawa_A_Study_on_the_Structural_Model_of_Brand_I.pdf (98.19KB)

Isi artikel

The brand of a company not only distinguishes it from other companies and products but also plays a role in promoting the consumer purchase decision process and consumer satisfaction by ownership. This role is essayed by the brand image and it is thus necessary for enterprises to continuously understand and manage their brand image. However, the structural model of brand image has hitherto not been sufficiently clarified. In this study, we investigated and arranged the existent brand image elicitation methods falling under three fields: brand, psychology, and marketing. Thereafter, the brand image structural model was clarified using these elicitation methods.

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